Exam 14: Branding and Packaging

Multiple packaging is

Compared to an unfamiliar brand, a familiar brand is more likely to be selected by a customer because it often is viewed as reliable and of acceptable quality.

When a customer is aware that a brand exists and considers it a possibility if his preferred brand is out, he exhibits brand

A Jeep leather jacket is an example of brand licensing.

McDonald's golden arches are a classic example of a

Store brands appeal mainly to lower-income, price-conscious customers.

Brand equity is a customer's favorable attitude toward a specific brand and, depending on strength, some likelihood of consistent purchase of the brand when needs for a product in this product category arise.

The full and legal name of an organization is called the

When ____ branding is used, each of a firm's products is branded with at least part of the same name.

Suggestive brand names are easier to protect legally than fanciful names.

Marvel Comics allowed various organizations to use its Spiderman and Incredible Hulk characters to market a wide variety of toys and clothing items. Marvel Comics received a percentage of the gross revenues. This is

Scenario 14.2 Use the following to answer the questions. When Silk Soymilk began packaging its chocolate milk in single-serving sizes, the company chose drink boxes that did not need refrigeration. The boxes were only sold in shrink-wrapped sets of six. Single boxes were not available at grocery stores or convenience markets. Once the Silk chocolate product was selling well, they also began offering the Silk Soymilk vanilla flavor in the same type packaging. The Silk Soymilk brand, logo, and look of the boxes were the same as its larger half-gallon versions. The only difference in packaging style was the brown color for chocolate milk and the color white for vanilla. -Refer to Scenario 14.2. If Silk Soymilk were to begin offering Silk Soymilk Chocolate Ice Cream Bars, this would be an example of

What is co-branding? Explain what makes co-branding effective.

A trademark signifies

Of the different types of brands, the one that has experienced the steadiest growth is

The brands used for co-branding cannot be owned by the same company.

Gorton's sells Gorton's Fish Sticks, Gorton's Fish Fillets, and Gorton Grilled Fish. This is an example of

Customers use brands to help judge product quality.

In a brand licensing arrangement, the licensee is responsible for

The brand name Hamburger Helper would most likely be considered